In times of crisis, the power of the personal brand to differentiate individuals and organisations from their competitors has arguably become THE paramount tool to ensure survival.
And yet some doubters remain as to whether there is such a thing as a personal brand or if it is another “fad” in a long line of corporate jargon and spin.
The battle lines were drawn. The result was incendiary.
Date: 13.10.08
Topic: Personal Branding
Venue: Interbrand
Photos: Click Here
Speakers: Brad Rosser, David James, Max Raison, Patrick Williams
Brad Rosser – Brad worked directly for Sir Richard Branson from his home in Holland Park and as Corporate Development Director he spearheaded all new Virgin ventures. After subsequent spells reviewing world wide start-up concepts for Unilever and a three year stint with the world's most prestigious management consultancy, McKinsey and Company, he cut his teeth working alongside one of Australia's leading entrepreneurs Alan Bond.
Brad has gone on to become the quintessential serial entrepreneur; establishing numerous successful start ups along the way and becoming synonymous with growing, nurturing and selling new businesses in the process.
David James - David is the media-friendly Executive Professor of Marketing at Henley Business School and author of the upcoming book on personal branding, "Love Me Love My Brand".
He is the self-styled Marketing Fundamentalist, with his depth of knowledge on advertising and branding backed up by more than 20 years of industry and academic experience.
Max Raison – Max is the corporate branding expert; working as Strategy Director for the global branding consultancy Interbrand.
Patrick Williams - Patrick trained under Marco Pierre-White at The Canteen, The Criterion Brassiere and The Titanic, Richard Neat at the Oxo Tower and has spent time working at The Ivy, The Mirabelle and Soho's Groucho Club. He is now rated amongst Britain's most exciting talents in the kitchen.
Who Said What:
BR – “Entrepreneurs have the capacity to take losses and hits on the chin and get back up with the same enthusiasm.”
BR – “Everybody has a personal brand. But if you’re looking to build a new personal brand just for the sake of it that isn’t authentic and isn’t “you”, then good luck.”
BR – “You need strong people around you. It’s very rare that one person brings every piece of the jigsaw together.”
BR – “You’ve got to stand out from the crowd at some point and kick a goal. It will be that ‘something’ that you hang your hat on.”
BR – “The challenge with any brand is managing it when you get really big. If you get it right, your brand and culture will reflect the customer experience.”
BR – “When one brand takes over from another its brand values need to be imposed FAST for it to work.”
BR – “Use branding as a weapon.”
PW – “To get anywhere in any profession, people need to buy into you.”
PW – “Integrity is the basis for any personal brand.”
PW – “The chefs that are really, really good tend to be reclusive. Being a good chef is the first thing you need but that alone won’t help a business to grow. You need to get yourself ‘out there’.”
PW – “If you’ve got the confidence to tell people who you are and what you do, they’ll believe you eventually.”
PW – “It’s learning curve. When you start out you have strong ideals but when the going gets tough you get hard-nosed. If it’s a small business it becomes sink or swim and you HAVE to make it work.”
PW – “Always get someone else to define your personal brand.”
DJ – “Brands only work if you trust and believe in them.”
DJ – “You can move your brand whilst remaining authentic. But you must have a very strong view of what you are and what you represent.”
DJ – “The biggest risk in developing any personal brand is trying to be something that you’re not. You’ll be found out. Instead find out what you are good at and shamelessly plug it.”
DJ – “You’ve got to view yourself as a product and take on different roles for different occasions.”
DJ – “The clearest communication messages are short, sharp and to the point. Nothing is off limits if there is a point behind it.”
MR – “Brands drive value and create difference.”
MR – “The three key aspects of any brand are clarity, consistency and leadership.”
MR – “If you don’t behave in a consistent manner, people won’t trust you.”
MR – “The best brands are always looking to evolve.”
MR – “What’s most important is to listen to your customers and initiate a credible dialogue with them. Don’t forget who you’re serving.”
MR – “Brands need to polarise people. They’re all about giving choice.”
MR – “Your brand is your reputation.”
